The effect of facial image and cosmetics usage on perception of brand personality (case of The Face Shop and Oriflame)
Abstract
With the overall purpose of studying the relationship between customers‟
characteristics and their perceptions towards cosmetic brands, this thesis used two
most common brands among young college female in Ho Chi Minh City, The Face
Shop and Oriflame, as case studies to examine how women‟s Facial Image and Usage
of Cosmetics influence Brand Personality. The research model of a previous research
on similar topic conducted by Michelle Guthrie, Hye Shin Kim and Jaehee Jung in
2006 was adapted in this study. The quantitative method was applied and
questionnaires with 300 respondents using cosmetics were conducted. Participants are
young female studying in a number of universities in Ho Chi Minh City. The data
were analyzed applying descriptive statistics and multiple regression analyses in order
to determine the relationships among variables.
The findings showed that while Excitement was found to be perceived across all two
brands, perceptions of consumers pertaining to the remaining brand personality
characteristics varied. This study determines that Facial Image affects only Quantity
of Cosmetic Usage, not the Pattern of Cosmetic Usage. Based on the results, there
exists a relationship between Facial Image and Brand Personality Perceptions.
Besides, the research indicates that different traits of Brand Personality influenced
Brand Attitude for each brand.
This thesis contributes knowledge to the field of consumer behavior as well as
cosmetics. Marketers of cosmetic brands can be provided with valuable information
about their cosmetic consumers in order to enhance their brand images. On the other
hand, this research can be used as references for further studies on similar topics.